Purchasers in provider mode

Type de publication : Article Scientifique

Date de la publication : spring 2007

Auteur(s) : Mme MOSS Gloria-Anne

Editeur : Marketing review

Détails (Pages/Numéro) : 7,1,3-22

Abstract : The music education business is worth an estimated 5 million in the UK each year. There is plentiful literature examining the role that teachers and parents can play in supporting children in their musical learning, and positive impact of music education on children's intellectual , emotional ans musical developement . However , there is no guidance on the relative importance of children or parents as initiators or infuencers in the decision to start or continue lessons. This paper therefore examines the relative influence of family members on consumption decisions relating music education . This paper indicates taht in terms of music education , the role of initiator can be attribuated to parents . Although many parents indicate strong influence from children ans grandparents , the views on the influence of school, siblings or the chil's friends were more differentiated. It concludes that to market music education effectively, marketers must identify who makes and has input into the buying decision.

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